I have heard a lot of discussion over the last year about nebulous leads, especially in the home improvement industry. What do I mean by “nebulous?” By definition, nebulous means indefinite. A nebulous lead is prospective buyer for your product that happens to be early in the educational buying spectrum. While they might not be at the stage of soliciting estimates yet, (and therefore won’t respond to traditional advertising), these prospects certainly have product needs on their mind and are gathering information preparing to do the project. Putting systems in place that identify these potential customers presents a tremendous tactical opportunity for savvy companies to make contact with these prospects before their competitors. These companies are then able to introduce their company and their products to these potential customers; building goodwill that can ultimately be translated into a sale when they are ready to buy.
Marketers typically identify this type of prospect by offering free information such as a whitepaper, or a free sample or through sweepstakes marketing efforts — the thought being that if an individual is interested enough to request a free window brochure, or sign up to win a house full of windows they will become a window buyer sometime in the foreseeable future. Conventional wisdom suggests that 85% of respondents to these types of offers are prospects for the product.
Continue Reading Nebulous Leads – Can Your Company Turn Them Into Sales? →
